Seminar

Strong Advertising Idea can be used not ust for one execution but a series of holistic executions.

An advertising idea is the creative transformation of the strategic benefit.

World class idea - About benefit, presented a mind opening and meaningful.

Brand Equity -Promises, Unique.

A Communication Platform is....

Media Neutral
Consistently interpreted
Reinforces Brand Equity
Big, long lasting and taps human truth
Enables strong product communication

is not....

Campaign format..
Tagline....

Brands must represent fundamental human values that unite, rather than try to reflect local market idiosyncrasies.

2 Key functions of media in PR:

1) A Channel to widen ublic = publicity - Main tool for using public opinion
- Very diverse
- Third pary endorsement

2) Media as a target public to educate and inform about your company.

Media as a target public to educate and inform the public.

Symbiotic relationship
Parasitic relationship

>Know the media - Variety of outlets
>Know the target audience for each outlet
>Consider:
>> How might the media spread your message?
>>What areas do each outlet address?

>Have a media contact list
>Media must be able to reach you in an emergency - After office hours contact.


To be continued.....

8 Rules to a Long-lasting Relationship

Rule 1
Say "I love You"; It's a joy to hear those three little words.


Rule 2
Do loving things for your partner; your own heart will respond.


Rule 3
Surprise each other; the unexpected stir the heart.


Rule 4
Always look your best; your partner deserves it.


Rule 5
Laugh together; laughter can bridge great gaps.


Rule 6
Cry together; sheared tears bond hearts.


Rule 7
Be romantic; never stop courting each other.


Rule 8
Touch your partner gently; touching says "I love you" in a special way.